Once again this week, I was drawn into a debate about whether to appeal to a wide range of clients or focus on a tight target market. It's a fundamental networking skill to know what you want ...
Networking skill strong, Connections forged and nurtured, Success is certain
It seems to be the single most challenging thing for the small business owner to put into practice when networking for referrals, or any form of marketing or lead generation, come to that.It usually comes down to one of three reasons:
First is fear. Fear that others will pass you over for work you could do. If you had enough of the clients you really wanted, would you care?
Second is evangelism. That everyone will benefit from the fantastic products or services you have to offer. Is what you're offering something everyone wants to buy?
Third is novelty. You like variety and dread getting bored with all clients being the same. Are any two clients really identical?
So let's look at the benefits of focusing on one particular type of client and how that can address those reasons and much more:
Make it easy to spot an opportunity for you - If you're networking and asking others to introduce you to potential clients, you need to make it easy for them to do so. The more precise the picture of one of your ideal customers and why they need your services, the easier it is for people to spot them in their busy day. By the way, it's easier for you, too!
Know who you need in your network - Identify the people who can refer you. You can identify and develop relationships with people who know many of those individuals. If you're both fishing in the same pond, but for different reasons, you can both refer to each other.
Know where to network - You can focus on attending events where either your potential clients go or the people who know your clients go. That will save you vast amounts of time and frustration.
Present the right image - You can tailor your marketing messages to the language, style, and images that resonate with your potential clients. That makes them far more likely to buy from you and gives your referrers confidence that you are the right person to introduce to their contacts.
Become known as a specialist - People seek out a specialist, especially when facing a real challenge. This means you get variety in your work and feel that you're really adding value that others can't. Your referrers feel proud to know and refer to the guru in your field (that's you, by the way). Lastly, you can charge premium prices for your services.
Your business will grow -There is an adage thatworks for most companies. The top 10% of your clients earn you 80% of your income, and the bottom 10% of your clients waste 80% of your time. If you focus on winning more clients like your top 10% your whole business will move up a gear. You'll be working with more people you want to work with, doing the things you really enjoy delivering, and dealing with fewer crises and hassles.
If you're an independent consultant, you don't just deliver client work - you also run marketing, sales, finance, and operations. With so many responsibilities, it's easy to lose track of what's actually driving your business...
I recall a fellow attendee at my first sales training course, when I was preparing for my own transition from employee to consultant. She confided in me that before her first sales meeting, she threw up in the car park ......
Speaking to your ideal clients works when your process is simple, repeatable, and human. Keep your strategy clear, your messaging calm, and your next steps easy. Do it regularly, and you'll build a steady, compounding pipelin...
'Added value' - it's a phrase we hear all the time, isn't it? And almost always, when consultants talk about it, they're thinking about their pricing or their Unique Sales Proposition. Then they can't differentiate their serv...
Here are the five steps I took to develop my business's value proposition. I hope they will give you a template for structuring your business to get the best value for you and your clients....
Leaving the corporate world after many years can feel a little like stepping off a high-speed train into open countryside. The pace, structure, and predictability you've known suddenly give way to freedom, and perhaps a touch...
Over the weekend, someone shared with me a poster that compared running a business with an iceberg. The author wanted to make the point that all other people saw was the success ......
I had a lovely email when I first published this blog post from one of my clients, a graphic designer of many years, but new to running his own business and feeling lost in how to generate clients ......
Here's how a VA can create systems that keep your business running smoothly. They tidy the chaos, automate routine tasks, and keep you focused. It's p ...
HMRC Christmas tax rules often surprise side hustlers each December. Here's what counts, what doesn't, and when to register. Stay compliant and keep m ...
Here's the cost of unplanned IT downtime, explained simply. It's pricier than most SME leaders think, but it's fixable with proactive support. Let's m ...
Did you know that small and medium-sized enterprises (SMEs) account for 99.9% of the businesses in the UK? At the start of 2023, there were estimated ...
